Business Context

ShopFlow is a B2B analytics platform used by sales, customer success, and finance teams to monitor customer account health and revenue performance. The COO has asked for a weekly top-level KPI snapshot for internal stakeholders because each team currently uses different numbers and definitions.

Metric Scenario

Last week, ShopFlow reported 12,400 active customer accounts, $4.8M in monthly recurring revenue (MRR), 2.9% logo churn, 108% net revenue retention (NRR), and 34% weekly feature adoption for its new workflow module. Internal teams disagree on which KPIs belong in the executive snapshot, how each metric should be defined, and which metrics should be leading versus lagging indicators. The COO wants one dashboard that can be reviewed in 15 minutes every Monday and used consistently across departments.

Requirements

1. Define the 5-7 KPIs you would include in the top-level internal snapshot and explain why each belongs there.
2. Specify exact definitions, grain, and calculation logic for each KPI so all teams use the same numbers.
3. Identify which KPIs are leading indicators versus lagging indicators.
4. Show how you would decompose one KPI if it moved materially week over week.
5. Recommend guardrails to prevent teams from optimizing one metric at the expense of others.

Data Available

• accounts: account_id, plan_tier, contract_start_date, contract_end_date, account_status, owner_team
• subscriptions: account_id, billing_date, mrr, expansion_mrr, contraction_mrr, cancellation_flag
• product_usage_daily: account_id, user_id, event_date, sessions, key_feature_events, workflow_module_events
• support_tickets: account_id, created_at, resolved_at, severity, csat_score
• crm_pipeline: account_id, opportunity_stage, close_date, expected_arr, segment